MUJI IS – Behind the ‘Wa-Ke’

MUJI started in 1980 as a private brand of the Japanese supermarket SEIYU, with 40 items. Today, it offers a wide range of products in the fields of clothing, household goods, and food, continuing to expand its presence both locally and globally, contributing to communities and societies. The fundamental philosophy of MUJI consists of three principles: “selection of materials,” “inspection of processes,” and “simplification of packaging.” These principles are communicated in the ‘wa-ke (reason/essence)’ which are embedded in the taglines of each product, spreading universality.
In this exhibition, we showcase representative products from the thousands offered by MUJI. We hope to convey MUJI’s philosophy, stance, and passion for craftsmanship, rooted in the fundamental ‘wa-ke (reason/essence)’ that guide us towards a pleasant future, beyond the context of the past 40 years.

*The production of words displayed here and used throughout MUJI owes much to the late copywriter Miyuki Tokunaga, who passed away in 2023. Since 2001, she supervised the Copywriting Workshop within Ryohin Keikaku (MUJI’s parent company), training and nurturing a culture of succinctly conveying perspectives and innovations in product development. She dedicated herself to an immense volume of work for countless products, contributing greatly to the words emanating from MUJI. We express our deepest respect and gratitude for her work with profound condolences here.
Rooting these “product notes” firmly in MUJI’s origins, and creating their narratives: to continue building her legacy, we sincerely hope to share her affectionate thoughts with many people visiting this exhibition.